'Twas the season to be PC, or so it seemed judging from the decor of retail stores this past holiday shopping season. In an attempt to mix business with political correctness, some retailers officially removed all mention of "Christmas" from holiday advertising and signage--a decision that drew heckles from media and consternation from holiday shoppers.

While a "No-Christmas" advertising strategy might have been considered a mere oversight in seasons past, the policy seemed brazenly confrontational in today's highly-politicized social climate. Consumer groups outraged that retailers would "ban Christmas" while simultaneously seeking to profit from it responded with national boycotts. The media chimed in as well, noting that retail's most famous Santas had become grinches who stole Christmas.

As negative publicity swirled about, merchandisers struggled to get back on message. Macy's and Wal-Mart launched a rapid response by publicly embracing traditional holiday symbols and greetings. Other retailers vowed to revise 2006 marketing strategies, recognizing that that the recent $435 billion holiday shopping season was comprised primarily of "Christmas" gift buying.

But alas the holiday season has ended, and strident voices have since pledged to "drink a cup of kindness yet for auld lang syne." Yet as marketers retreat back to their conference rooms to recover from holiday cheers and jeers, they take with them a clear message from consumers: Not only is it okay to acknowledge the cultural and religious diversity of one's customers, it's required.